3.
Search is unique as a marketingdiscipline because its audience isalready looking for what you areselling!

4.
• 1 billion searches per day globally• 74% of searches clicks on organic• Around 42% of searches click on the 1st position of organic and 80% within the first 3 positions• Less than 1% click past the second page@LisaDMyer

14.
ROI Measurements of SEO• 68% are using clicks / visitors• 53% use position• 42% (less than half!) use the number of sales• 30% use the value of salesSource: Econsultancy UK Search Engine Marketing Benchmarking Report 2011@LisaDMyer

16.
Understanding your clients businesscompletely, not partly, but fully, is theonly way to earn them money!

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The must ask questions• Market size & competition• Relevant keywords and current rankings• CURRENT conversion rates• Profit margins• Any plans to re-design• Would they spend money on conversion optimisation• How much is #1 rankings worth?@LisaDMyer

18.
Estimating Traffic WorthYou will need to know:#1 What is a conversion worth? (lead or sale. For a bigger site this will be different depending on product etc)# 2 Current rankings, traffic and revenue from organic (ideally analytics access)# 3 Estimated Volume of keywords/traffic@LisaDMyer

22.
Keyword Tagging for ROI estimationDifferent keyword groups and modifiers arelikely to have different conversion rates.Brand usually has a much higher conversionrate than other keywords for example!@LisaDMyer

26.
What is the higher ranking worth? Client Competitor 1 Competitor 2 #3 #2 #1Currently client is ranking #3 generates an estimate of 1,282 visitsif they were going to buy this traffic it would have cost them £6,36If they go from 3rd to 1st position the revenue generated fromthese 2 keywords alone is likely to increase by 390%

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Spotting the SEOpportunitiesHow difficult will it be to achieve first position?The difference between you and yourcompetitors; actual SEO part of the proposal@LisaDMyer

28.
To CLOSE the deal you have tothink like the person with the wallet..@LisaDMyer